English version of real estate websites for foreigners visiting Japan｜A Success Guide to attracting Inbound Customers
Based on our experience of introducing about 100 multilingual tools per year, we have compiled the know-how for creating and operating English websites for successful real estate business for foreign visitors to Japan. This article will help you understand why an English website is necessary in the real estate industry and its advantages. You will also gain a comprehensive understanding of the key points in creating an English-language website, SEO strategies, common mistakes, success stories, and even the advantages and disadvantages of hiring a professional agency. It contains all the information you need to create an effective English website and attract inbound customers. By utilizing the know-how presented in this article, you can effectively communicate the appeal of Japanese real estate to the increasing number of foreign visitors to Japan and overseas investors, and maximize your business opportunities.
Why do you need an English website? Inbound Demand in the Real Estate Industry
In recent years, the number of foreign tourists to Japan has continued to increase. Not only for tourism, but also for business, study abroad, andreal estate investmentThere is also a growing demand for long-term stays for the purpose of To capture this increasing inbound demand, it is essential to provide information in English. Especially in the real estate industry, having a multilingual website, especially in English, is the key to expanding business opportunities.
Rapidly Growing Foreign Visitors to Japan and Opportunities for Real Estate Investment
According to statistics from the Japan Tourism Agency, the number of foreign visitors to Japan exceeded 31.88 million in 2019, a record high. Despite a temporary decline due to the Corona disaster, the number of visitors has been recovering and is expected to further increase in the future.Ministry of Land, Infrastructure, Transport and Tourism Japan Tourism Agency In line with this,Whether for residential or investment useInterest in Japanese real estate is also growing. By preparing a website in English, you can approach these potential customers and maximize your business opportunities.
In particular, investment in Japanese real estate by wealthy individuals, especially from Asia, is on the rise. They are,Political stability and high securityIn addition to the charms of Japan, such asyen depreciation tendencyIn addition to the above, these investors also find Japan attractive as a destination for investment. For these investors, it is essential to provide information in English, and English websites areGaining trustandSmooth TransactionsThis is an important tool to achieve the following
Expanding Customer Base and Business Opportunities with English Support
English has established itself as a universal language, and by having an English-enabled website,around the worldYou can reach potential customers inregardless of nationalityProviding information to a large number of customers will lead to an expansion of the customer base and has great potential for business growth.
| Languages Supported | Accessible clientele | Business Opportunities |
|---|---|---|
| Japanese only | Clients in Japan | limited |
| Japanese + English | English speakers in Japan + around the world | Significantly expanded |
The English website is more than just a place to provide information,Corporate Credibilityand ... andInternational CompetitivenessIt is also an important indicator of In today's globalized world, English language support is now a prerequisite.
Key Points for Creating an English Website｜To be effective in posting real estate information
To be effective in posting real estate information for foreign visitors to Japan, it is not enough to simply translate the information into English. It is important to appeal to the target audience, provide accurate information, and design a highly usable site. By following these points, we can create an effective English-language website that leads to inquiries and contracts.
Appealing to the target audience with clear English expressions
Who do you want to tell and what do you want to tell them? It is important to be clear about who you are communicating to. For example, if you are introducing an upscale property for the wealthy, you should use sophisticated and formal expressions. On the other hand, if you are introducing a rental property for international students, casual and friendly expressions are appropriate. Choose the appropriate English language expression according to the age, nationality, and culture of your target audience, as well as the information they are seeking.Persona Settingto have a more concrete image. Considering expressions preferred by different nationalities and appropriate expressions for different age groups will lead to effective appeals.
Correctly conveying Japanese real estate terminology in English
There are many Japanese real estate terms that cannot be directly translated. Shikikin," "key money," and "renewal fee" are concepts unique to Japanese lease contracts. Simply replacing these terms with English words will not convey the correct meaning.Based on cultural background and customs as well.It is important to explain in plain English. For example, "security deposit" can be translated as "Security Deposit," butSpecific applications and refund termsThe "key money" can be translated as "Key Money", which is not a Western concept. Also, "key money" can be translated as "key money," but this is a concept that does not exist in the West,Why should I pay?should be explained in detail. Be sure to communicate information accurately to prevent misunderstandings and ensure a smooth transaction. The table below lists commonly used real estate terms, their English expressions, and a brief explanation.
| Japanese (language) | English (language) | Description. |
|---|---|---|
| (security) deposit | Security Deposit | A security deposit against nonpayment of rent or damage to the room. Often refundable at the end of the contract. |
| key money | Key Money/Gratuity | Gratuity to landlord. Not refundable. |
| renewal fee | Renewal Fee | Fees paid when renewing a lease. |
| plan of a house | Floor Plan/Layout | A drawing showing the number and arrangement of rooms. |
| square metre | Square Meter | Unit of area. |
For a more detailed glossary of real estate termsthis way (direction close to the speaker or towards the speaker)for more information.
Visually appealing with attractive property photos and videos
High quality property photos and videos are,Increase users' willingness to buyThis is very effective on the Convey clearly not only the interior of the building, but also the surrounding environment and accessibility.To maximize the appeal of the property.In addition, consider hiring a professional photographer to take pictures. In particular,360-degree panoramic view and videocan provide a realistic feeling as if you are actually viewing the property. In addition, photos and videos can beEasy-to-understand captionsand make it visually appealing. For example, adding specific descriptions such as "spacious living room" or "sunny balcony" will help users better understand the property. In addition,alt attribute for photos and videosAppropriate keywords for SEO can also be set for
Installation of inquiry forms and multilingual support
The contact form is,Smooth communication with usersThis is essential for theSimple input fieldsTwo,Transmission-friendly environmentto be in place. Also, not only English, but also Chinese, Korean, etc,Multiple language supportThis will increase the likelihood of attracting more customers. The location of the form is also important. Not only on each property page, but also on the home page, contact page, etc,Located in an easily accessible locationThis will lead to an increase in the inquiry rate. Furthermore,auto-reply mailcan be set up to promote a quick response. The contact form is,An important tool for customer acquisitionTherefore, design with ease of use and multilingual support in mind.
How to get your English website to rank higher in SEO
Even if you create an English website, it is meaningless if it does not appear high in search engines. Use effective SEO to reach a large number of customers. Here, we explain the SEO measures you can take to get your English website to appear higher on search engines.
English keyword selection and effective placement
Selecting appropriate keywords and placing them effectively is the basis of SEO. Be aware of what keywords English-speaking users search for, and use keyword research tools to select appropriate keywords. It is also important to place the selected keywords in a natural way in page titles, headings, body text, meta descriptions, etc.
Use of keyword research tools
Keyword research tools can be used to analyze search volume and competitiveness to select effective keywords. Free tools include Google Keyword Planner, and paid tools include SEMrush. Use these tools to select appropriate keywords.
- Google Keyword Planner:Google Keyword Planner
- SEMrush:SEMrush
Keyword Placement Location
The keywords you select should be properly placed in the following locations to properly convey the content of your page to search engines.
| Location | Description. |
|---|---|
| page title | Including keywords in the title of the page will increase click-through rates, as the keywords will appear in the title displayed in search results. |
| Headings (h1 to h6 tags) | Including keywords in the headline clarifies the structure of the page and makes it easier for search engines to understand the page content. |
| body (of letter) | By including keywords in the text in a natural way, search engines will understand the content of the page and will be more likely to rank it higher for relevant keywords.Cramming too many keywords.Possibility of being penalizedNote that there are |
| meta description | Including keywords in the meta description will help improve click-through rates by displaying the keywords in the summary that appears in the search results. |
| Image alt attribute | Including keywords in the alt attribute of an image makes it easier for search engines to understand the content of the image. |
Site designed with access from English-speaking countries in mind
Be sure to design a site that is comfortable for English-speaking users. Site display speed, mobile-friendly support, and multilingual support are important factors that can improve the user experience. In particular,The page display speed isImpact on SEO rankingIt is effective to use tools such as Google's PageSpeed Insights to measure the site's display speed and identify areas for improvement.
- PageSpeed Insights:PageSpeed Insights
Importance of mobile-friendly support
Today, many users are browsing websites on their smartphones. Therefore, mobile-friendly support is a must. By adopting responsive design, a website can be comfortably viewed on all devices, including PCs, smartphones, and tablets.
Increase the authority of your English website with a link acquisition strategy
A link is a link from another website to your website. Acquiring a large number of high-quality links will increase your reputation with search engines and lead to higher rankings. To obtain links from English-speaking websites, English content marketing and approaches to English-language media are effective.Quality of links is also important.So, links from highly relevant websitesBe sure to try to acquire Be aware that purchasing unnatural links, for example, may result in a penalty.
content marketing
By creating quality content and having it shared by English-speaking users, you will gain natural links to your website. Create and actively disseminate content in a variety of formats, including blog posts, infographics, and videos.
Approaches to English-language media
Getting your information published in the English-language media will not only help you gain links to your website, but will also improve your brand awareness. Use a press release distribution service to send out information to the English-language media.
Common mistakes made in converting real estate websites to English
Even if you have gone to the trouble of creating a real estate website in English, several common mistakes can halve its effectiveness. It is important to understand these failures and take appropriate measures to build an effective website for foreign visitors to Japan.
English pages with only machine translation lose credibility.
Creating English pages using only machine translation to cut costs is a major pitfall. Although machine translation is constantly evolving, it is difficult to accurately understand nuance and context, which can lead to unnatural expressions and mistranslations. As a result, the site's credibility may be damaged, and opportunities for customer acquisition may be missed. Review by professional translators and native checkingis mandatory. Also,Localization with cultural context in mind, not just translationis also important. For example, when describing the size of a tatami room, in Japan it is expressed in terms of the number of tatami mats, while overseas it is generally expressed in square meters or square feet. Examples of Localization by Translation CompaniesBe sure to use appropriate expressions with reference to the following.
Expressions biased against Japanese culture are not understood.
Real estate terms and business practices unique to Japan may not be understood if translated directly into English. For example, concepts such as "shikikin" and "reikin" are not common overseas,Add explanations or use alternative wording in EnglishIt is also necessary to In addition, the way floor plans are drawn differs between Japan and other countries,Modified for easier viewing by international usersIt is important to Make sure that not only property information, but also blog posts and FAQs are free of expressions biased toward Japanese culture. JETRO's Overseas Business Informationcan help you understand the business practices of different countries.
An English website that is updated infrequently is not effective.
An English website that is created once and left alone will not reflect the latest information and will not gain the trust of users. Not only by updating property information, but also through blogs, news, etc.Regularly disseminate informationThis will increase the number of visitors to your site and lead to customer acquisition. A good rule of thumb for frequency of updates is,Add new information at least once a monthIt is desirable to Displaying the site's update history allows users toShow that the site is actively operatingIt can be done. An article explaining the importance of updating your websiteSee also.
| Example of Failure | counter-measure |
|---|---|
| Machine translation only | Translation and localization by professional translators |
| Expressions biased toward Japanese culture | Use expressions that are easily understood by overseas users |
| Infrequent updates | Regular information dissemination |
Learning from Successful Cases! Effective English website management
Successful English-language websites, such as real estate sites that specialize in attracting visitors to Japan and sites for overseas investors, have one thing in common. By analyzing these examples, you can learn how to operate effectively.
Successful examples of rental websites for foreigners visiting Japan
The rental website operated by Leopalace21 Corporation is available not only in English, but also in Chinese and Korean, and is supported by many foreign residents. The site meets the needs of users by providing not only property information, but also information on living in Japan and visa information. The property search function is also easy to use, allowing users to smoothly find a property that meets their desired conditions. In addition, the convenience of being able to schedule a viewing online is also highly valued.
Successful English website for real estate investors
Tokyu Livable Corporation's website for investors provides market trends and information on investment properties in English. By providing detailed data and analytical reports, the site supports investors in their decision-making. An inquiry form is also provided to enable investors to easily ask questions or seek advice. Property information is visually appealing, with abundant use of photos and videos, to increase investors' interest. In addition, information on events such as seminars and individual consultations is also posted on the site, in an effort to proactively increase contact with customers.
| (data) item | Leopalace 21 | Tokyu Livable |
|---|---|---|
| target | foreign resident | real estate investor |
| multilingual support | English, Chinese, Korean | English (language) |
| contents | Property, living and visa information | Market trends, investment property information, data analysis, seminar information |
| Consideration for Customers | User-friendly search function, online viewing appointment | Contact form, extensive photos and videos, individual consultations |
From these success stories,Provide targeted informationandUser-friendly site designis important. In addition to multilingual support, it is necessary to provide information that takes into account local culture and customs. In addition, by creating an environment that makes it easy for customers to contact you, you can build a relationship of trust with your customers. By following these points, you will be able to achieve effective English website operation and lead your business to success.
For more information,Leopalace 21and ... andTokyu Livablewebsite for more information.
Advantages and disadvantages of hiring a specialized contractor
The decision to hire a specialist to create your English website should be based on your budget, internal resources, and the quality you are looking for. There are both advantages and disadvantages to hiring a specialist, so make sure you understand both before making a decision.
Advantages
The main advantages of hiring a professional contractor are as follows
| Advantages | Details |
|---|---|
| High-quality English translation | With natural and accurate translations by native speakers,Enhances site credibilityThe translation of a word or phrase can be done in a language that is not easily translated by machine. It accurately conveys nuances that cannot be expressed by machine translation. |
| SEO Know-How | English keyword selection, site structure optimization, etc,SEO for higher search engine rankingsto be carried out based on their expertise. |
| Experience and knowledge of multilingual support | Localization with cultural contextand can provide information with appropriate expressions tailored to the target country. |
| Highly designed website production | Design with usability in mindto produce a visually appealing and easy-to-use website. |
| Save time and effort | The cost of website productionSignificant time and labor savingsThis allows you to concentrate on your core business. |
demerit
The main disadvantages of hiring a professional contractor are as follows
| demerit | Details |
|---|---|
| cost | Rather than producing in-houseCosts.The cost of the website will vary depending on the vendor and the size of the website. Costs vary depending on the vendor and the size of the website. |
| communication cost | You need to tell the vendor exactly what you want your website to look like,Close Communicationis essential. |
| Difficulty in selecting a vendor | Due to the existence of numerous website production companies,Selecting the right contractorIt is not easy to do so. |
How to Choose an English Website Production Company
In order to select a reliable production company, it is important to compare and contrast their track record, costs, languages handled, and areas of expertise. As for track record, check examples of websites that the production company has worked on in the past, and check the design quality and effectiveness of SEO measures. It is also important to obtain a cost estimate in advance and compare it to your budget. Select a production company that meets your company's needs by checking the number of languages they support and the fields in which they specialize. For example,Japan National Tourism Organization (JNTO)It is a good idea to refer to a site that is multilingual, such as the website of
Cost rates and points to note when making a request
The cost of English website production varies greatly depending on the scale and functions of the website, ranging from several hundred thousand yen for a simple website to several million yen or more for a large, complex website. At the time of request,Clearly communicate required functions, number of pages, SEO content, etc.It is important to obtain a detailed estimate. Also, check the details of the contract and delivery date in advance to prevent any problems. In addition, it is also a good idea to check the after-sales support system. For example,Ministry of Economy, Trade and IndustryYou can learn to avoid contract-related problems by referring to information on consumer contract law at
summary
English-language real estate websites for foreign visitors to Japan offer a great opportunity to capture inbound demand and expand business.
To be successful, it is important to use clear English expressions that match the target audience, translate Japanese real estate terms accurately, use appealing photos and videos, and provide a multilingual contact form. It is also essential. Avoid using only machine translations, using expressions that are biased toward Japanese culture, or updating the site infrequently. Aim for effective English website management by referring to successful case studies. Hiring a specialist is also an option. Check the costs and precautions before choosing a reliable company.
Move to Japan is a specialist in inbound support services, supporting over 100 multilingual websites per year. We can make your website multilingual for as little as ¥29,000.
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